PR ON THE GO February 18, 2024

From Script to Soundbite: How Text-to-Speech AI Can Enhance Your PR Campaigns

To explore innovative uses of text-to-speech AI tools in PR campaigns, we've gathered insights from our PR and growth experts to shed light on the technology's potential. From diversifying content formats to streamlining information delivery, here are our experts' tactics for amplifying content and messaging and engaging audiences more effectively.

Reach busy professionals who listen to content on the go
To optimize for text-to-speech, create content that is conversational in tone.
Add the audio version to your blog articles
Create a multi-channel approach
Capture new audiences with audio
Create a voice that's consistent for all your content
Make short audio snippets from your existing content to spark curiosity
Seamlessly extend accessibility
Offer multimedia experiences
Create brief audio summaries of key announcements
Use the bridge to inclusiveness and engagement
Distribute audio clips for segments on podcasts
Offer audio components to industry publications
Craft personalized emails with audio-narrated excerpts
Text-to-speech generated podcasts
Voice-overs in multiple languages

Reach busy professionals who listen to content on the go

James McDowell, Founder at Just Think AI

"Text-to-speech AI tools offer a unique avenue for amplifying content in PR campaigns by diversifying the formats in which content can be consumed. This technology transforms written PR materials into audio formats, making the content accessible to a broader audience, including those who prefer auditory learning or have visual impairments.

For instance, in a recent campaign, we used a text-to-speech (TTS) AI tool to convert our press releases and articles into podcasts. This approach was particularly effective in reaching busy professionals who often listen to content on the go. Instead of needing to find time to read through an article, they could listen to the latest updates while commuting or during breaks. This not only increased the reach of our content but also enhanced audience engagement.

Additionally, the text-to-speech AI tool allowed us to create a more personal and engaging experience. The natural and expressive voice output of the tool made the content more relatable and easier to digest, compared to reading large blocks of text. It's similar to listening to a newsreader or a storyteller, which can be more engaging than reading text.

This strategy effectively expanded our PR campaign's reach, allowing us to connect with audiences who might have otherwise missed out on our written content. It demonstrated the power of leveraging AI tools not just for accessibility, but also for creating diverse and flexible content consumption methods, enhancing overall campaign effectiveness."

To optimize for text-to-speech, create content that is conversational in tone.

Emily Reynolds-Bergh, Owner at R Public Relations

"Text-to-speech SEO optimization is its own animal, completely different from optimization for visual search engines. PR professionals should consider that text-to-speech searches are typically more conversational and use longtail keywords instead of short searches, so blogs and press releases should be tailored to these differences. You can include full-sentence questions on FAQ pages and media advisories, then answer the questions immediately and concisely. Work shorttail keywords into your answers. This technique will appeal to both forms of SEO optimization."

Add the audio version to your blog articles

Julia Voloshchenko, PR Manager at Usetech

"This isn't the first time I've seen HackerNoon use a technique like adding the audio version of an article to the text in their publications. In addition, many companies use AI to generate article descriptions. Of course, this system can sometimes fail and, like any text, it needs human correction. But this approach reduces the time it takes to write a text. In addition, you can use chatbots that can communicate with the audience when a human is not around. The advantage of a chatbot is its availability 24/7, while the disadvantage is its lack of empathy. But this again helps to optimize business processes. According to Ilya Smirnov, Head of AI / ML Department at Usetech, the implementation of such a chatbot helps to increase the efficiency of processes by up to 85%."

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Create a multi-channel approach

Janice Wald, Blogger at Mostly Blogging

"Text-to-speech (TTS) AI tools play a crucial role in content amplification for PR campaigns by transforming written content into engaging audio formats. This not only enhances accessibility but also broadens the reach of PR materials. For instance, incorporating TTS in press releases allows your audience to consume information through podcasts, voice assistants, and other audio platforms, creating a multi-channel approach.

In my experience, leveraging TTS has led to increased engagement as it caters to individuals who prefer auditory content. This technology adds a dynamic element to PR campaigns, making them more inclusive and adaptable to diverse audience preferences."

Capture new audiences with audio

Ryan Doser, Co-Founder at AI Insider Tips

"Text-to-speech AI tools are valuable for PR campaigns by transforming written content into engaging audio. For example, for a client's press release, we used such a tool to create a podcast-style audio version. This extended the reach of our message to those who prefer audio content, such as commuters. It also garnered media attention, resulting in additional coverage.

My advice is to explore innovative formats for your content, as audio versions can capture new audiences and uniquely enhance campaign impact."

Create a voice that's consistent for all your content

Lucas Ochoa, Founder & CEO at Automat

"Text-to-speech AI tools are really useful for maintaining brand consistency across different platforms. Having a consistent voice and message is key to making your brand strong and memorable. AI text-to-speech can help ensure all your content sounds the same.

For instance, a text-to-speech app can create a voice that's consistent for all your content, no matter where you use it. Whether it's for ads or audio on your website, having the same voice everywhere helps make your brand feel more familiar and solid.

As a SaaS tech startup, using text-to-speech AI in our PR campaigns has been beneficial in our series of online tutorials. The consistent voice and branding we used fostered recognition and trust among our audience. I think this is essential for a tech startup trying to establish a strong presence in a competitive market."

Make short audio snippets from your existing content to spark curiosity

Shane McEvoy, MD, Flycast Media

"Text-to-speech (TTS) AI tools can be a game-changer in PR campaigns, bringing a new dimension to your content. By converting written press releases into audio, you can reach audiences on social media who prefer podcasts or audio. TTS also adds an engaging layer to presentations and infographics, keeping your audience hooked during press briefings. Another great use is creating multilingual audio content, broadening your reach and appealing to a diverse audience base.

Regarding creating fresh content, TTS is perfect for making short audio snippets from your existing releases or posts. These can be shared on social media to spark curiosity and drive traffic to your full content. It's also handy for creating realistic dialogues for podcasts or interviews, providing information in a more engaging format. When used in videos, TTS narration opens up your content to visually impaired audiences or those who enjoy audio-visual learning.

Remember, the quality of the TTS voice, the clarity of your language, and the strategic use of sound effects are crucial to making the most out of this tool. Integrating TTS thoughtfully can amplify your PR campaign and connect with a broader, more diverse audience."

Seamlessly extend accessibility

Reagan Flynn, Content Strategist

"Text-to-speech AI tools serve as invaluable assets for content amplification within PR campaigns, establishing a streamlined gateway to disseminate information effectively. The utilization of these AI tools not only facilitates the swift and efficient delivery of information to target audiences but also extends accessibility to individuals, fostering inclusivity and minimizing potential caption errors when employed with precision. These tools empower brands to expeditiously generate PR content spontaneously, eliminating the need for manual ideation and enabling real-time dissemination of strategic campaigns."

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Offer multimedia experiences

Kate Ross, PR Specialist at Irresistible Me

"On your own website or blog, you can offer an audio version of the article. This feature can increase the time visitors spend on your site, which is great for SEO and user engagement.

When your content is featured or mentioned in external media outlets, providing an audio version can make it more appealing for them to share. It gives them a versatile format that's easy to consume, which can be especially appealing for online magazines or news sites that want to offer multimedia experiences.

The audio versions can be repurposed into podcast episodes. This can be an entry point into the burgeoning world of podcasting without the need for extensive additional content creation.

You can also share snippets or entire audio versions on platforms like LinkedIn or Twitter. These platforms are increasingly supporting audio content, and it can stand out more in a feed predominantly filled with text and images.

Another way is to include audio versions in your email newsletters as an alternative for subscribers to consume your latest content. It adds a personal touch and caters to subscribers who might prefer listening during their commute or while multitasking."

Create brief audio summaries of key announcements

Gabrielle Marie Yap, Culinary Entrepreneur at CarnivoreStyle

"Text-to-speech AI tools can help with content amplification for PR campaigns by converting written content into engaging audio snippets that can be shared across multiple platforms. Imagine this: I've just penned down a compelling press release, and instead of just relying on people to read it, I use a TTS AI tool to convert the text into a natural-sounding voice recording. This audio clip can then be shared on social media, embedded in emails, or even featured on the company website. It adds a dynamic touch, making the information more accessible and appealing to a broader audience.

Now, let's talk accessibility. By utilizing TTS technology, PR campaigns can ensure that their message reaches a wider demographic. Consider creating podcasts or brief audio summaries of key announcements. This not only caters to those who prefer consuming content through listening but also accommodates individuals with visual impairments who may find it challenging to engage with traditional written materials."

Use the bridge to inclusiveness and engagement

Yasin Arafat, Founder & CEO at DOPPCALL

"AI text-to-speech (TTS) tools act as a bridge to inclusiveness and engagement, adding an auditory dimension to traditionally text-based technologies. An interesting use case is the embedding of audio versions in blog posts, which are not only aimed at the visually impaired, but also audiences that prefer audio content due to its convenience and accessibility. This tweak can significantly improve content reach and engagement because it allows users to consume information while multitasking, increasing content accessibility.

And, the use of TTS AI in owned media such as newsletters and website articles and linking it with strategic distribution via earned media increases campaign impact. For example, distributing AI-generated snippets of audio content through podcasts or social media platforms can engage a wider audience and drive traffic back to the original content.

This synergy between owned and earned media, facilitated by TTS AI, not only diversifies the content format, but also maximizes the reach and effectiveness of PR campaigns."

Distribute audio clips for segments on podcasts

Alex Adekola, CEO & Founder at Remove My Mugshot

"One effective tactic is to use text-to-speech to create audio versions of existing owned media content like blog articles and social media posts. The audio can then be distributed through platforms like podcasts, YouTube, and SoundCloud. This expands the reach to new audiences who prefer consuming audio content.

For example, a client was promoting a new e-book on financial planning tips for millennials. We used an AI text-to-speech tool to create an audio version of the e-book introduction and top tips. This audio clip was then distributed as a segment on finance focused podcasts.

Text-to-speech can be used to repurpose quotes and key messages from press releases and executive interviews into shareable social videos. The AI voice adds a unique spin while delivering the same impactful messaging through a new medium.

Leveraging AI text-to-speech allows brands to efficiently amplify and redistribute owned content through new audio media formats. This expands reach to untapped audiences while reinforcing core PR messaging."

Offer audio components to industry publications

John Pennypacker, VP Sales & Marketing at Deep Cognition

"One effective use case is transforming written blog posts into audio versions. High-quality text-to-speech tools allow you to instantly create podcast-style narrations of your articles. Include these as shareable audio files on your site and promote them across channels.

For earned media, pitch relevant podcasts to syndicate the audio contents as part of their show. This expands your reach into new audiences. You can even clip key segments as social media videos with auto-generated transcripts.

For owned channels, promote the audio through your email lists and social accounts. Experiment with audio-only formats like Twitter Spaces to engage followers.

The AI narrations also provide alternate formats for media outreach. Send audio files to reporters along with pitches to stand out. Offer as contributed articles to industry publications with audio components.

Text-to-speech provides scalable ways to re-purpose and maximize written content. The technology removes manual barriers, enabling higher production value amplification. With the right strategy, AI audio can extend your brand voice and messaging to new mediums and listeners."

Craft personalized emails with audio-narrated excerpts

Tristan Harris, Demand Generation Senior Marketing Manager at Thrive Internet Marketing Agency

Text-to-speech generated podcasts

Laia Quintana, Head of Marketing & Sales at TeamUp

"One specific strategy that has caught my attention is the use of text-to-speech AI tools in podcasting. Many businesses have started to create AI-powered podcasts where the content is dynamically generated based on user behavior and preferences. For instance, a fitness business might create a weekly podcast that provides personalized workout tips and health advice to its listeners. The content of the podcast is automatically generated using AI tools, and text-to-speech technology is used to convert this content into an engaging audio format.

Furthermore, these AI-powered podcasts are distributed across various owned media platforms such as the company’s website, mobile app, and social media channels. They are also shared with influencers and bloggers in the fitness industry, who then promote these podcasts on their own platforms, thereby leveraging earned media. This strategy not only amplifies the reach of the content but also positions the company as an innovator in the fitness industry. This is just one of the many ways businesses are leveraging text-to-speech AI tools to amplify their content and enhance their PR campaigns."

Voice-overs in multiple languages

Gary Warner, Marketing Manager at Joloda Hydraroll

"As a global business, a key consideration for us is how we can provide PR content that is localised for each region. One specific aspect of this is in our product demonstration videos, which are key for explaining and promoting the solutions we provide. Producing these in more than one language has always been challenging and extremely time-consuming, meaning we’ve often settled for using simple videos without a presenter or a voice-over. However, there are now new text-to-speech AI generators on the market that have the ability to provide natural voice-over and avatar translations in multiple languages. Rather than having to re-record content for each locality, it’s now possible to simply upload a script, and it is automatically translated and then converted to speech in the languages we need. We’re still at the implementation stage, but it looks like it will significantly impact our ability to produce effective video content that is localised for our diverse, international customer base."